MELLOW
BRAND IDENTITY / PACKAGING DESIGN / LABEL DESIGN / SOCIAL MEDIA DESIGN / POSTER DESIGN
Cosmetics logo design / Brand identity for a haircare brand / Cosmetics label design / Cosmetics poster design
Cosmetics logo design
Brand identity for a haircare brand
Cosmetics label design
Cosmetics poster design
Mellow is a branding project created to demonstrate how simplicity can become the strongest element of a visual identity. It is a contemporary haircare brand based on the philosophy of everyday self-care, transforming the haircare routine into a calm and aesthetically refined experience.
The visual identity was designed entirely from scratch, beginning with the logo. Instead of using a symbol or illustrative element, a purely typographic approach was chosen. The strength of the logo lies in the details of the typeface itself, where subtle connections between characters create a sense of continuous flow. The connections between the m and e, and the o and w, work as an abstract reference to the movement of a strand of hair or the natural flow of hair, without becoming literal. In this way, the typography itself becomes the brand’s main element of recognition.
The same philosophy was followed in the packaging and label design. Clean typography, soft nude tones, subtle contrasts and generous spacing create a premium aesthetic that allows the product to take centre stage. Each package was designed to work independently while also forming part of a cohesive product family.
Beyond the packaging, a complete visual communication system was created for the brand, including social media applications, editorial creatives, posters and outdoor campaigns. The posters are not treated simply as product advertisements, but as extensions of the Mellow identity, using minimal compositions, natural lighting and balanced typography to reinforce the premium character of the brand. The same aesthetic is carried across social media, creating a consistent and recognisable feed that strengthens the user experience at every touchpoint.
The result is a complete collection that demonstrates how a strong brand does not need complex elements to stand out. It needs consistency, character and a clear design philosophy.
